September 2020 Edition

Getting Prepped for Autumn Success!

By Dawn Varga

September 22, 2020

Summer is over and businesses are exploring new ways to communicate with consumers this fall. This year is different from years past due to the pandemic, so it is more important than ever to prepare and plan for the upcoming busy retail season.

Here are 5 tips for preparing for a successful autumn:

1. Turn over a new leaf 🍁with your website

Since the shift to online shopping and sales has increased significantly due to social distancing, if you haven’t already revamped your website, now is the time. A fresh look can have a huge impact on how your website visitors engage with your page. Clean it up. Add some interest. Make sure your website reflects your brand’s identity. Focus efforts on ensuring it is mobile-friendly. Create new content or update current content to help improve your search ranking. Investing in your website can improve bounce rates by keeping consumers on your website, leading to increased sales.

There is no such thing as being too prepared for the holidays. According to a survey done by Software Advice, 41% of business start planning for the end-of-year holiday season in September-October and should have their plan fully in place no later than October. Audit your past campaigns. Re-use successful ones. Nail down the messaging and CTAs to encourage maximum consumer engagement. Establish a schedule and get all your assets organized. Monitor performance and don’t be afraid to make alterations along the way. 

As you get busier and have less time, it is easy to let some things slide. Do not let customer satisfaction be one of them. Upset customers will generally voice their concerns publicly online. This can deter other consumers from wanting to do business with you. Make sure you are taking care of your customers. But if you do occasionally slip up, make sure you try and rectify the situation. Respond positively to negative reviews while offering solutions to their issues. And on the flipside, encourage happy customers to write positive reviews or give you favorable testimonials that you can share on your website or social media.

The autumn holiday season is generally a time for giving. Show that your business cares by participating in a fundraising event, donating products, or giving a percentage of sales to a local cause. Consumers appreciate seeing a business that is involved in charitable giving. In addition to making a difference for the cause, it is also a way to build respect, a good reputation and customer loyalty. By cross-promoting with the charitable organization, you will  bring more attention to the cause as well as to your business. It’s a win-win for everyone involved.

Now that you have a revamped website, a holiday plan, satisfied customers, and a great cause to support, it’s time to get the word out! Go beyond basic social media posting – create buzz. Use branded hashtags. Produce videos for visual impact. Reach out to influencers and encourage them to spread the word. Build anticipation with teasers and don’t reveal too much in order to create hype. And make sure the message is similar across all channels. The website landing pages you link to should convey consistent information as well as immediately get the consumer to what they are looking for without additional clicks. This will result in maximum conversions. 

Holiday Season 2020: Influencer Marketing Predictions And Tips

by Danielle Wiley, Forbes Councils Member

Founder and CEO of Sway Group

August 13, 2020

It’s not exactly an easy time to be in the business of looking ahead as a marketer, as the ever-changing Covid-19 situation continues to impact consumers and businesses. Challenging as it may be, however, this is when retailers need to start thinking about holiday plans — and preparing for what is likely to be an unusual shopping season.

At my influencer marketing agency, we’ve been working with clients to get a jump on their holiday outreach with some forecasting and campaign planning. While we all wish we had a crystal ball that could tell us exactly how things will unfold over the next few months, I can offer four tips along with some predictions and example tactics for brands that are thinking of working with influencers this holiday season. 

1. Think Traditional, Local And DIY

Holidays are likely to be more traditional and nostalgic in nature this year, with less travel, due to ongoing pandemic restrictions and more focus on the home. Expect to see trends toward DIY gifting and crafting, along with increased consumer interest in traditional holiday activities like baking, decorating and charitable giving.

Many consumers will probably be interested in supporting small, local, independent and Black-owned businesses this holiday season. Mass-market retailers should continue to prioritize curbside pickup, delivery and other no-contact options for shoppers, along with alternatives to in-person Black Friday shopping. Many large retailers have already announced that they will be closed on Thanksgiving, which is a break from tradition.

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Ingredients:

1 medium yellow onion

1 tablespoon finely grated ginger

4 medium carrots (1 cup chopped)

1 medium butternut squash (4 cups chopped)*

1 tablespoon olive oil

1 quart vegetable broth

15-ounce can chickpeas

1 cup full fat coconut milk, plus more to garnish

2 tablespoons red curry paste

3/4 teaspoon kosher salt

Cilantro, for the garnish

Instructions:

1. Dice the onion. Mince the ginger. Peel and chop the carrots. Dice the butternut squash.
2. In a medium stockpot or Dutch oven, heat the olive oil over medium heat. Add the onion and sauté until translucent, about 5 to 7 minutes. Add the ginger, carrots, squash, vegetable broth and kosher salt and bring to a boil. Lower to a simmer and cook until carrots are tender, about 10 to 15 minutes.
3. When the carrots are soft, add the chickpeas, coconut milk, and red curry paste, and carefully blend with an immersion blender (or in a blender) until the smooth. Taste and adjust seasonings as desired.
4. Serve with chopped cilantro, lime wedges, and extra coconut milk if desired.

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